Nestle Coffee 1+2 Coconut Latte Launch Concludes Successfully, with Brand Ambassador Fan Zhendong Helping Revitalize a Classic

Brief (coffeeyo.com): Nestlé Coffee 1+2 held the launch of its new Coconut Latte in Beijing, its first entirely new flavor in nearly a decade, with brand ambassador and Olympic table-tennis champion Fan Zhendong on hand to help revitalize the nearly 30-year-old classic.

Recently, the launch event for the new Nestlé Coffee 1+2 Coconut Latte was held in Beijing. As a classic product that has accompanied Chinese consumers for nearly 30 years, Nestlé Coffee 1+2 has introduced an entirely new flavor for the first time in nearly a decade, blending the blockbuster flavor loved by young consumers into the everyday coffee experience. At important moments such as the morning, it offers an easy “better with coconut” choice to help consumers start the day in great shape. This new-product launch is a fresh exploration by Nestlé Coffee 1+2—a national classic—to proactively embrace youthful trends, and an important step for Nestlé Coffee to respond to consumer needs and explore more possibilities for coffee.

On the day, Fan Zhendong, brand ambassador for Nestlé Coffee and Chinese table-tennis Olympic champion, attended the event and joined Pamela Takai, Senior Vice President of Nestlé Greater China and head of the coffee business, as well as the head of the beverages department at JD Supermarket, in the “cracking the coconut” launch ceremony, witnessing the official release of the Nestlé Coffee 1+2 Coconut Latte. As the brand ambassador, Fan Zhendong shared his fondness for the new Coconut Latte on site, experiencing the new flavor of classic coffee aroma naturally fused with a sweet coconut fragrance and a smooth mouthfeel, and shared coffee with guests to convey the “better with coconut” philosophy of “starting the day in great shape with a good cup of coffee.”

Nestle Coffee 1+2 Coconut Latte launch event in Beijing

(Nestlé Coffee brand ambassador Fan Zhendong, Pamela Takai, Senior Vice President of Nestlé Greater China and head of the coffee business, and the head of JD Supermarket’s beverages department jointly “crack the coconut” to witness the new product launch.)

Coffee Consumption Becomes Part of Everyday Life; Flavor Innovation Becomes a New Consumer Demand

In recent years, China’s coffee consumption has been undergoing a shift from “functional satisfaction” to “value experience.” Coffee is gradually integrating into everyday life scenarios and evolving from a functional pick-me-up into an important vehicle for expressing individuality, showcasing lifestyle, and building social identity.

Under this trend, the Chinese market is forming coffee preferences with more local characteristics: consumers expect coffee to offer professional quality and rich aroma, while also hoping that brands will meet their emotional and experiential needs across different scenarios through innovative flavors and diverse expressions. Data from iiMedia Research shows that among Chinese consumers’ expectations for instant-coffee innovation in 2025, flavor innovation ranked first at 68.38%, reflecting that flavor innovation has become a key driver of upgrading the coffee category.

Flavor innovation data for China's coffee market

“Better with Coconut”: Refreshing Coconut Aroma Enriches the Morning Coffee Choice

Insightful about today’s trend toward diversified coffee tastes and a preference for fresh coconut flavor, Nestlé Coffee 1+2 has newly launched the Coconut Latte flavor, precisely breaking through to new audiences with a popular national flavor and efficiently attracting new users to the coffee category. The new product uses 100% imported coffee beans, craft-deep-roasted and cold-locked to preserve aroma, retaining an authentic, rich coffee fragrance. The sweet coconut aroma and the full-bodied coffee fragrance blend naturally, with a delicate, smooth mouthfeel that is sweet but not cloying, delivering a “better with coconut” coconut-latte flavor experience.

In the view of Nestlé Coffee 1+2, the morning means more than just waking up; it is an important period for starting the day in great shape. The new product continues the rich coffee aroma and classic full-bodied flavor of Nestlé Coffee 1+2, bringing a new flavor choice with its sweet coconut aroma, and fits into different morning moments thanks to its convenient, easy-to-enjoy form: after getting up early, it accompanies consumers to quickly wake up; during work-from-home, it switches on focus mode; and at a slow weekend breakfast, it adds a relaxed pleasure. At the launch event, guests also tasted the new product amid the themed atmosphere, experiencing its flavor characteristics and the drinking experience in a relaxed, pleasant morning setting.

Nestle Coffee 1+2 Coconut Latte new product

38 Years of Classic Companionship: Nestlé Coffee Teams Up with Strong Channels to Lead the National Coffee Experience

As a classic product under Nestlé Coffee, Nestlé Coffee 1+2 has long been woven into the daily lives of Chinese consumers and is the “first cup of coffee” in the minds of many. Given that the general public’s daily coffee-drinking frequency remains low, Nestlé Coffee 1+2 uses better-tasting flavors and higher cost performance to lower the threshold for drinking coffee daily, continuously activating everyday drinking scenarios and raising the national coffee-drinking frequency.

Pamela Takai, Senior Vice President of Nestle Greater China

(Pamela Takai, Senior Vice President of Nestlé Greater China and head of the coffee business.)

As an important strategic partner, JD will also leverage its strong channel coverage and user-reach capabilities to help Nestlé Coffee 1+2 Coconut Latte enter the morning consumption scenarios of more consumers. Among these, the Fan-Zhendong-same-style “Better with Coconut” gift box of Nestlé Coffee 1+2 will be sold exclusively on JD, bringing consumers a more exclusive new-product experience. At the same time, JD will integrate its on- and off-platform marketing resources to create key exposure such as a new-products channel and a new-product day within JD, helping consumers quickly reach the new-product zone and further improving awareness and purchase convenience. In the future, the two sides will continue to deepen cooperation to bring Chinese consumers more accessible and innovative coffee products and experiences.

Pamela Takai delivering a speech at the launch

(Pamela Takai, Senior Vice President of Nestlé Greater China and head of the coffee business, delivers a speech.)

Since entering the Chinese market 38 years ago, Nestlé Coffee has consistently placed consumer needs at its core, continuously observing consumption trends and lifestyle evolution, and promptly responding to market demand through product innovation and experience upgrades, driving coffee consumption toward quality, diversification, and everyday use. Pamela Takai, Senior Vice President of Nestlé Greater China and head of the coffee business, said: “The true vitality of a classic brand lies in continuously responding to consumers’ ever-changing needs. In the future, we will continue to put consumers at the center, persistently innovate around quality, flavor, and drinking scenarios, so that more consumers can easily enjoy high-quality coffee and we can create products that naturally fit into daily life.”

Source: Nestlé Coffee (event press release).

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